Creativity into clarity

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    Client FibreCycle
    Shifting & Shaping Body & Mind

    Breeder's Choice has been providing Australian homes with 99% recycled paper cat litter for over 30 years. Free from nasties like chemicals or additives, the uniquely formulated pellets are highly absorbent with natural odour control.

    Driven by the belief that ‘pets make us better people’, Breeder’s Choice continues to be embraced by consumers looking for a recycled high performing product that’s gentle on their pet and the environment. With a passionate and inquisitive mindset, the brand has grown to be number 1 in the Australian cat litter market.

    For the new Breeder’s Choice identity it was crucial to capture the brand’s curious spirit and smarts balanced by an overall warmth and approachability. The transition has secured a 20% growth in market share since 2018, taking the brand's current share in grocery to 28.9%*.

    *Source: NeilsenIQ Scantrack via Head of Brands & Category.

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    The graphic ‘B’ creates a confident, branded pack structure that is clever, distinctive and modern, with just the right amount of gumption. We evolved the established Breeder's Choice ginger kitten, integrating it into the new visual identity as a distinctive brand asset while dialling up the emotional warmth and connection on pack.

    The brand's portfolio was then extended to include the PLUS range – a premium offering formulated with natural probiotic odour eating innovation. We adapted the brand's new look and feel to strategically tier the portfolio, capturing the right balance between a premium, intelligent offering and the playful Breeder's Choice tone.

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    Playfulness is injected through the bespoke letterforms of 'PLUS' and the extended pet illustrations. Credibility is reinforced through bespoke range iconography that elevate the probiotics and natural litter tray attractant innovation.